- You feel like you’re spinning your wheels and directionless.
- Your customers are buying online, and existing or start-up competitors are enjoying that business.
- Your website lacks a powerful online value proposition/identity.
- You approach eCommerce as simply a “technology ”
- Your business isn’t integrated; your digital platform operates in a silo.
- You feel like you’re spending real money but not gaining an
- Your digital support team doesn’t have enough people/budget.
- You can’t answer the question “What’s next?”
- You’re continually playing defense—being reactive rather than proactive.
- You’re rationalizing success.
The Heart of the Matter
At its very core, your Digital Branch is a way of differentiating your business from your competitors and providing customers with a viable and user-friendly way of buying from you. Your plan identifies how to achieve that—and how to make your Digital Branch better, more profitable, and more customer serving.
This is critical in today’s increasingly digital age, as confirmed by the following well-known marketing mogul and entrepreneur:
Make your product easier to buy than your competition, or you will find your customers buying from them, not you.
—Billionaire investor and businessman Mark Cuban
So, how do you accomplish this? Here are a couple of basic questions to consider when approaching and developing your online presence:
What is a Digital Branch strategic plan?
A Digital Branch strategic plan is a written document that includes
- a clear vision,
- objectives for your Digital Branch, and
- metrics to define when objectives are achieved.
Begin with a current-state analysis to identify strengths, weaknesses, and capabilities. The results of this analysis are used to set realistic goals and objectives that are aligned with actionable online tactics and to map out an attainable plan for making a real online impact.
How do I use a Digital Branch strategic plan?
Compare it to the steps you take when opening a new brick-and-mortar branch—you explore market trends and growth potentials as well as an operational plan and financial goals. Your Digital Branch plan provides a similar framework to keep organizations focused, secure appropriate stakeholder buy-in, establish how the initiative is resourced, and provide a way to measure success.